benchmark report
airline marketing
social
ice bucket challenge
ilega más rápido
MULTIPLE AIRLINES
VOLARIS
In Mexico, where cross-country bus trips can be as long as 12 or 15 hours, Volaris one of the countries low-cost carriers repeatedly launches innovative campaigns to demonstrate that air travel is no longer out of reach for Mexico’s emerging middle class, and that the airline is essentially competing with the busses for passengers, instead of competing with other airlines. Following an earlier initiative that saw Volaris offer a free flight to Mexicans with a passion for flying but who had never taken a flight before, the carrier recently used its sponsorship of the Toyota Nascar Mexico Series to come up with an exhilarating way to show the general public the benefits of travelling with Volaris instead of by bus.
SEPTEMBER 2014 ISSUE
Volaris enlisted Nascar driver Rogelio Lopes to approach unsuspecting passengers waiting at a long-distance bus station and ask them where they are going. The driver then offered the person a ride in his race car, delivering him/her to the airport, where to their surprise they continued their journey trip on a Volaris plane. The video of one of the lucky persons was posted by Volaris on YouTube and the video ended with the tagline “Con Volaris llega mucho más rápido” (“With Volaris it goes much faster”) and viewers could click on the video to be directed to Volaris website.
Business leaders around the world have been joining the thousands of people taking par t in the ice bucket challenge in which par ticipants are doused in freezing water before nominating another person to do the same - all in aid of the ALS Association. Virgin Atlantic-founder Richard Branson was among the first airline leaders to take on the challenge (video here ; 40,000+ views so far) and made a wide-ranging nomination by asking all 60,000 Virgin employees – “from the cabin crew to the pilots, the train drivers to the directors” – to do the same. Ryanair CEO Michael O’Leary even subjected himself to 14 buckets of ice water, raising GBP 10,000 as he took the challenge outside the company offices. The Ryanair CEO was his usual self, saying: “You can’t match our fares. You can’t even freeze your
fares. The least you can do is freeze your nuts!” (video here ; 66,000 views so far). O’Leary challenged the CEOs of Europe’s three largest full-service network carriers – Willie Walsh (IAG), Alexandre de Juniac (AFKL) and Garston Spohr (LH), with Willie Walsh being the only one to respond to the challenge (video ). Other airline CEO’s that have also responded to Ice Bucket Challenge nominations include Doug Parker (AA), Jeff Smisek (UA), Brad Tilden (Alaska), Ben Baldanza (Spirit), Camiel Eurlings (KLM) and Azran Osman Rani (AirAsia X), while staff at Finnair did the icebucket challenge on the stairs of a Finnair aircraft (video here ) and even onboard a Finnair flight. For a full overview see the SimpliFlying website .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
